Social media can seem mysterious to the business person who wants to use it for promoting their business. But much of what they do can be demystified with the three A’s, attention, audience and assessment.
Social media networks, like the news networks before them, are focussed on attention. Specifically, getting long bouts of attention from users. We hear a lot about how social media is ruining attention spans with short blips of content, but users can spend hours a week, if not a day, scrolling through the endless stream of content.
With your business posts you are looking to interrupt this stream with something that grabs the attention. This doesn’t have to be something outlandish or shocking, it can simply be something that stands out for your audience.
Depending on the social media network the audience may be seeing things about their friends and family circle, the celebrities they follow, their interests. Then there’s your post, what can you do to make yourself seem different to these other posts? How can you annex some attention?
This can vary by industry and social media platform so it always requires some research before you start but a key indicator is to do some competitor analysis. Where are businesses like yours set up on social media? What does their follower audience look like?
This will give you an idea of what is working but it also gives you a basis from which to ask, does this audience exist somewhere else where my competitor doesn’t have a presence? Can you be first to contact an audience via a different channel? This certainly gives you an opportunity to find new customers and clients.
Once you’ve thought about how to grab attention and who to aim it at, you should engage in continual assessment of your posts.
Look at what gets engagement and what doesn’t. When you pay to boost posts, how do the results compare with your expectations? Were the results bad, or your expectations high?
The idea that there is some concrete formula that will see you right for social posts, that will bring business flooding in every time, is a fallacy. The networks themselves change modelling and algorithms on a frequent enough basis that any formula would be short term, but what they cannot change is what an audience is looking for on social media.
Define your audience, talk to them in a way that differs from the rest of the content they’re encountering and keep assessing what you do to ensure you maximise your potential, that you explore new ideas and give your audience a reason and opportunities to connect, engage and do business with you.
If you’d like a hand solving the mystery of social media marketing, then get in touch and we’ll work it out together.